In the late 1990s, NBC's 'Must See TV' campaign revolutionized the way Americans watched television, marking a pivotal moment in the history of broadcast media. This campaign, which has since become an iconic part of pop culture, was a strategic move by NBC's top entertainment executives, Warren Littlefield and Don Ohlmeyer, to capitalize on the changing viewing landscape. The campaign's success lay in its ability to create a unique and compelling brand identity for the network, one that still resonates today.
The core idea behind 'Must See TV' was simple yet powerful: to position NBC as the go-to network for witty, urbane comedies and prestige drama series. This strategy was particularly effective during a time when cable was beginning to challenge network TV's dominance. As Littlefield noted, 'Marketing and branding were becoming more and more important in a world where there was lots and lots of choice.'
The campaign's impact was immediate and profound. By branding Thursday night as 'Must See TV', NBC created a cultural ritual that defined the viewing experience for millions of Americans. The campaign's promos, featuring stars from different shows interacting in cheeky ways, became a staple of NBC's fall and midseason premiere dates. This not only promoted individual shows but also established a framework for lumping new shows in with successful ones, creating a shorthand for viewers.
One of the key reasons for the campaign's success was its ability to define the concept of appointment viewing. As Brian Lowry, a veteran media critic, explains, 'Must See' implied that viewers must watch the shows or risk missing out on the buzz. This sense of exclusivity and urgency was a powerful motivator for viewers, and it worked because the anchor shows were of the highest quality, including 'Friends', 'Seinfeld', and 'ER'.
However, the campaign was not without its challenges. NBC also had a string of short-lived comedies that struggled to maintain the same level of success as the anchor shows. This highlights the importance of not only branding but also delivering on the promise of quality content. ABC, NBC's competitor, tried to field its own identity-defining branding initiative, but its 'TV Is Good' campaign was over-wrought and ultimately unsuccessful.
In the modern era, the 'Must See TV' campaign has been applied retroactively to NBC's powerhouse Thursday lineup of the 1980s, anchored by shows like 'The Cosby Show' and 'Cheers'. However, this is a bit of a misnomer, as no such on-air branding was used in those years. Despite this, the campaign's legacy remains, and it continues to influence the way NBC approaches its marketing and branding efforts today.
In conclusion, NBC's 'Must See TV' campaign was a masterful example of branding and marketing in the television industry. It created a unique and compelling brand identity for the network, defined the concept of appointment viewing, and left a lasting impact on the way Americans watched television. Today, as NBCUniversal continues to evolve across multiple platforms, the importance of setting a tone and a vibe that turns NBC, Peacock, and Bravo into destinations remains as crucial as ever.
